政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/75798

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政大機構典藏 > 理學院 > 心理學系 > 期刊論文 > Item 140.119/75798

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/75798

Title:	The impact of retail out-of-stock options on preferences: The role of consumers` desire for assimilation versus differentiation
Authors:	Kuo, Chien-Chih 郭建志 Ku, H.-H. Fang, W.-L. Yu, Y.-W.
Contributors:	心理系
Keywords:	Differentiation versus assimilation;Need for uniqueness;Preference;Self-concept;Stock-outs
Date:	2014-03
Issue Date:	2015-06-15 16:16:36 (UTC+8)
Abstract:	This study tested the hypothesis that retail customers` drive to assimilation or differentiation moderates the effect on their initial preference for a particular product of their discovery in the store of a previously unconsidered comparable alternative, which happens to be presently out of stock. The results revealed that new awareness of alternative options has an impact on customers` preferences, even if they are unavailable when the choice is being made. Participants who were more concerned with differentiation exhibited a stronger preference for the option originally under consideration if they were told that the alternative was out of stock due to heavy demand rather than short supply. By comparison, those more concerned with assimilation had a weaker preference for the initial product when they learnt that its unavailability was said to be due to heavy demand, not supply shortfall. The article concludes with theoretical implications and areas for future research. © 2013 Springer Science+Business Media New York.
Relation:	Marketing Letters, 25(1), 53-66
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1007/s11002-013-9241-6
DOI:	10.1007/s11002-013-9241-6
Appears in Collections:	[心理學系] 期刊論文

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